the tagline is, re-elect ronald reagan. i said, are you kidding me that? that is blatant, blatant and good. you may think it's corny, but let's face it, you think everything's corny, okay, but if you can get an image like that it really matters. >> ed rollins was reagan's campaign manager. >> two kinds of monitoring you make in a campaign. one is an intellectual argument and one is an emotional argument. >> when beckle ran mondale's campaign, he saw this ad. >> where's the beef? >> wendy's was trying to convince people their hamburgers had more beef. >> where's the beef? >> you were home watching tv with your girlfriend and saw this ad. >> yeah. i saw the ad. my girlfriend said to me, that reminds me of gary hart. what's he all about? all of a sudden, it clicked. >> this is not polling, just a comment from a girlfriend. >> that's right. >> you probably liked her too much. >> no, no. i didn't actually. that triggered in my mind something that made some sense, we could put on the next poll. we put it on a poll, it tested well. >> so mondale used it in a deba